Workshop 2: Listening and Web Presence

Day 1: Listening Tools and Privacy Best PracticesDay 2: Strategic Internet Presence: Websites and Blogs

This project is managed by Institute for International Institute for Education (IIE)Sponsored by the U.S. Department of State Middle East Partnership Initiative (MEPI)

Program Overview

Day One: Agenda

AGENDAOUTCOMES

• Small steps work best

• Don’t have to implement all social tools to be successful

• Wide range of skills and knowledge in the room

• Everyone will participate

FRAMING

Leave the room ready to use listening tools and

adjust the privacy settings so you can do so safely.

Introduction, Overview, and Icebreaker

Listening : Why and What

Basic Listening

More Listening Tools

Listening: The Work Flow

Introduction To Privacy and Security Reflection

•To understand and think through how information collected through listening can inform social media strategy decisions and be actionable•To introduce a simple method for using free or low cost listening tools•To provide an overview of online privacy and security issues and to understand how to use Facebook privacy settings

Day One: Learning Objectives

Day 1: Trainer Introductions

Insert your photos and names here

Day One: Trainer Introductions

Share Pairs: For each question, find a different person in the room

• What is one thing you already know or want to learn about listening and social media?

• What is one thing you already know or want to learn about privacy and security on social networks?

Icebreaker

Step 1: Why Listen? Link Listening to Strategy Decision-Making or Learning

Listening on social media channels means you'll be looking at a lot of data and unstructured information. If you don't have a clear goal and identify who want to listen to, you can get quickly overwhelmed.

Listening Goals: Examples

• To know what's happening online, to have a starting point for an issue or a campaign

• To get to know your audience, supporter, networks

• To start to realize and observe patterns and have baseline so that you can optimize your online work

• To know general trends about civil society• To know what the government is doing

online

Listening Goals: Examples

Exercise: Review Your Strategy and Identify Your Goals

Share Pair: Find a partner. Using your social media strategy template and discuss what your goals and audience are for listening. Share your goals.

Keywords: Brainstorm A List

Basic keywords you'll want to monitor are:

• Other nonprofit names in your space• Program, services, and event names• CEO or well-known personalities associated with your

organization• Other nonprofits with similar program names• Your brand or tagline• URLs for your blog, web site, online community• Industry terms or other phrases that illustrate need

These examples should be localized ….

ExamplesExamples

Keywords

• E-Mediat Tunisia• E-Mediat Tunisia• NGO• NGO and Social Media• Civil Society and NGO• Chema Gargouri• 1

California Shakespeare TheaterCalifornia Shakespeare TheatreCalifornia Shakespeare FestivalCal ShakesJonathan Moscone (name of director)Susie Falk (name of artist)As the season approaches -- the names of that season's directors and productions.

Misspellings

Share Pair: Identify Your Words

Share Pair: Find a different partner. Brainstorm a list of keywords. Make notes on the social media strategy template. Write down your keywords on sticky notes and place on the wall.

Share Pair: Identify Your Words

• What are your listening goals?• What are your keywords?

Group Discussion and ShareGroup Discussion and Share

Basic Listening: Google Alerts

• The easiest way to do listening is to use Google Alerts and with keyword searches. It monitors the web for anything that has been published with your keywords.

• Google Alerts can be delivered to your email box, but you are going to learn how to read them in iGoogle.

• Let’s do a demo!

Basic Listening: Google Alerts

http://www.google.com/alerts

Basic Listening: Google AlertsBasic Listening: Google Alerts

Basic Listening: Type in Your Keywords

Type in Keywords

Basic Listening: Type in Your Keywords

Basic Listening: Preview Results

Preview results and review

Basic Listening: Preview Results

Basic Listening: Select Type and VolumeBasic Listening: Select Type and Volume

Basic Listening: Select FeedBasic Listening: Select Feed

Basic Listening: Click on the Orange RSS SymbolBasic Listening:

Click on Orange RSS Symbol

Basic Listening: Cut and Paste URL into WordBasic Listening: Cut and Paste url into Word

Basic Listening: Google Alerts

Exercise: Create Google Alerts based on your goals and keywords. Cut and paste the feed URL into a word document for later. Here are some examples:

Goal What to set up in Google Alerts

News articles about our organization

Keyword = Organization NameType = News

Who is linking to our organization’s web site

Keyword= Web site URLType=Everything

Who is blogging about our organization

Keyword=Organization Name and/or URLType=Blogs

ADD YOURS

Debrief: What Google Alerts did you set up and why?

Few More Listening Tools

RSS Reader

Twitter Search

BlogSearch

Social Media

Few More Listening Tools

• Where and how you search on Social Mention depends on your goals!

• Don’t create too many searches at first – you will adjust as you go

Remember Remember

Exercise

Practice your keyword searches with Google Alerts, Social Mention, Twitter, and/or Ice Rocket. Remember to cut and paste urls of searches that you want to use into a word document.

Exercise

Demo: Setting Up Your Dashboard

iGoogle is a dashboard that lets you read new content on the web using RSS. RSS allows information published on the social web to be read or published in another place – like your iGoogle dashboard. The benefit is that it doesn't add extra emails and gives you a specific place to do your social media listening. Also, you don’t have to constantly check for new content. There are many other RSS readers available, most are free, but we’re going to use iGoogle because it is easy and simple.

Demo: Setting up Your Dashboard

Repeat for all your searches

Full Screen View

As you add more keyword search feeds, you may want to edit the layout of your iGoogle dashboard to include more columns or more tabs

Lunch Flickr photo by Littlelakes

Hands-On Time: Setting Up Your iGoogle Dashboard

Photo Source: E-Mediat Yemen

Hands-On Time: Setting Up Your iGoogle Dashboard

Listening Work Flow: Who?

Read

Analyze

ReportDiscuss

Action

1-2 Hours Per Week

Set Up

Team or

Solo

Listening Work Flow: Who?

Doing the Work: Reading Tips

• Set aside a small block of time to read your feeds everyday

• Clean house often, RSS subscriptions and searches tend to pile up

• Don't feel like you have to read everything that comes through in detail

• Keep your feeds organized on iGoogle • Start with a small, select number of feeds• Review feeds as part of your routine• Open interesting links in new tabs• Read and follow interesting links in comments• Subscribe to new feeds• Revise keywords as you go• Identify mission critical keywords

Doing the Work: Reading Tips

Doing the Work: Analyzing Tips

• Look for patterns and trends over time. This requires stepping back.

• Once a week, create a one-page report that includes a summary of mentions. You can include the title, url, and a sentence describing the article.

• Share report with others in your organization.

• Use the “email” option to share mentions with other people in your organization.

Doing The Work: Analyzing the Tips

Doing the Work: Responding Tips

• What if no one is talking about your organization? That means it is time to start engaging

• Once you have a policy around who will respond, you will get down to commenting and engaging in conversation on blogs or Twitter

• Add value to the conversation• Don’t be afraid to disagree• Keep to the point of the topic• Point to relevant sources if you have more

information• Watch the conversation develop

Share Pair: Doing the Work

Share Pair: Find a partner. Discuss how you will do the work.

Group Report: How will your organization do the listening work?

Privacy and Security: How To Use Social Media Safely

Flickr Photo by photolab

Security: Use Strong Passwords

• Think of a phrase, rather than a single word.• Make your passphrases twelve or more characters long; this

makes it harder to crack.• Use a combination of symbols, numbers, uppercase and

lowercase letters. • Don’t use the same password for every account.• Change your passwords every 3 months or more often if you

use internet cafe systems or computers other than your own.• If you have problems remembering passwords, use a secure

encrypted program like KeePass to keep track of them.• Some accounts are compromised via lost password recovery

systems. Be sure your security questions and answers for your accounts are not simple and easy to guess.

Security: Tool to Test Password Strength

Security: Tool To Store Passwords

What It Means:The extra S on the end signifies that your computer has opened a secure connection to the website. You may also notice a 'lock' symbol, either in the address bar or in the status bar at the bottom of your browser window. These are clues to let you know that anyone who might be monitoring your Internet connection will no longer be able to eavesdrop on your communication with that particular website.

Technical Information:As opposed to HTTP URLs that begin with "http://" and use port 80 by default, HTTPS URLs begin with "https://" and use port 443 by default.

Security Basics: Know The Difference Between HTTP and HTTPS

Security Basics: Use a Secure Web Browser and Add-Ons

https://security.ngoinabox.org/firefox_main

Security: Firefox Browser Add-On for HTTPS

http://www.eff.org/https-everywhere

HTTPS Everywhere: Limitations

HTTPS Everywhere depends entirely on the security features of the individual web sites that you use; it activates those security features, but it can't create them if they don't already exist. If you use a site not supported by HTTPS Everywhere or a site that provides some information in an insecure way, HTTPS Everywhere can't provide additional protection for your use of that site.

Use “End-to-End Encryption” on Free Email Services

In Hotmail, click Options, and then click More options.

Under Managing your account, click Account details.

You may be asked to provide your password.

Under Other options, click Connect with HTTPS.

Click Use HTTPS automatically, and then click Save.X X X

Security Checklist for Gmail

https://mail.google.com/support/bin/static.py?page=checklist.cs&tab=29488

Use Secure IM Software

Use VoIP Software

Understand How Internet Filters Work

Source: https://security.ngoinabox.org/en/chapter_8_1

Regardless of what filtering methods are present, it is nearly always possible to evade them by relying on intermediary computers, outside your country, to reach blocked services for you. This process is often called circumvention, and the intermediary computers are called proxies.

Circumvention

Anonymity Networks and Basic Proxy Servers

Anonymity networks typically 'bounce' your Internet traffic around between various secure proxies in order to disguise where you are coming from and what you are trying to access. This can significantly reduce the speed at which you are able to load websites and other Internet services. In the case of Tor , however, it also provides a reliable, secure and public means of circumvention that saves you from having to worry about whether or not you trust the individuals who operate your proxies and the websites you visit. As always, you must ensure that you have an encrypted connection, HTTPS, to a secure website before exchanging sensitive information, such as passwords and emails, through a browser.

TOR: What

Tor is software, people, and protocol to help people protect their privacy online.

https://www.torproject.org/

TOR: WhoCitizens – Journalists - Activists

• Protect from unscrupulous marketers and identity thieves and irresponsible corporations.

• Access Internet information that is behind a national firewall.

• Protect children (IP addresses tracked to location)

• Anonymity gives a voice to the voiceless.

TOR: How To Install and Use

Privacy on Social Networks

Ask these questions:

•Who can access the information I am putting online?•Who controls and owns the information I put into a social networking site?•What information about me are my contacts passing on to other people?•Will my contacts mind if I share information about them with other people?•Do I trust everyone with whom I’m connected?

Social Network Privacy and Security Tips

• Don’t rely on social platforms as the single host for your information, it is very easy for governments to block access without warning

• Be careful about sharing too much information in your status updates – even if you “trust” your friends

• Avoid stating your location or where you will be• Only accept friend requests/add friends that you know• Be careful about automating cross-posting from one

service to another, you may be unintentionally sharing sensitive information

• Do not share sensitive information on social network sites in private groups or private messaging

Privacy on Facebook

Public

Friends of Friends

Friends

Me

Privacy Settings Tips on Facebook

• Have everything set as “Friends Only” (meaning only friends have access to

your page)

• Turn off Public Search

• Set it so only friends  of friends can find you

• Set it so only friends can see your friend list, education, location, likes

• Let only friends see your photo’s tagged photo’s     OR

• Only allow “me” to see tagged photos of yourself

• Check your PRIVACY SETTING at least ONCE A MONTH for Facebook

changes

• Keep your Facebook account securitized and professional at all times!  

Change the Default PrivacySettings on Facebook

This is the default privacy settings which makes a lot of your content available publically. Is that what you want? Change to friends only.

12

“Friends Only” Settings for Connections

Profile Preview

“Friends Only” Settings for Connections

Friends Only Privacy Settings

Friends Only Privacy Settings

Remove from Public Search and Turn Off Instant

Personalization

Remove from Public Search and Turn Off Instant Personalization

Hands-On Time: Explore Your Facebook Privacy Settings

Debrief: What Facebook privacy settings did you change and why?

1. Share Pairs2. Circle Closing

Reflection & Closing

Workshop 2: Web Presence

Day 2: Strategic Internet Presence: Web Sites and Blogs

This project is managed by Institute for International Institute for Education (IIE)Sponsored by the U.S. Department of State Middle East Partnership Initiative (MEPI)

Program Overview

Day Two: Agenda

AGENDAOUTCOMES

• Small steps work best

• Don’t have to implement all social tools to be successful

• Wide range of skills and knowledge in the room

• Everyone will participate

FRAMING

Leave the room ready to blog and/or make

improvements to your web site

Introduction, Overview, and Icebreaker

Strategic Online Presence

Blogging: Why, What, How Reflection

Day Two: Learning Objectives

•To understand the basics of establishing a web presence or home base that links to strategy goals and audience•To understand how to write effective blog posts and build community•To set up a simple organizational blog on the blogger platform

Day 1: Trainer Introductions

Insert your photos and names here

Day Two: Trainer Introductions

Overnight Reflections

Write on a sticky note and place on the wall when done:What was your takeaway from yesterday?

• What is one thing you already know or want to learn about establishing an effective web presence?

• What is one thing you already know or want to learn about blogging?

Icebreaker: Share Pair

Home

Outpost

Outpost

Outpost

Outpost

Outpost

Outpost

Home and Outposts

We are moving towards turning the organization's web presence from static to more interactive or social. Not every NGO needs a separate website and a blog, some organizations consolidate. The blog is part of the web site. Free blogging platforms like “blogger” give you an easy way to update your content, and if you already have a web site, you can easily add it as an interactive part of your web site. You need to think about how to link or integrate your social media outposts.

Home Base: Blogs & Websites

Benefits of a blog

• Easy integration with social outposts• Improves with your search engine results• Easy way to keep content updated and fresh• Gives your NGOs brand visibility

Website or Blog or Both?

Consider a blog if ….

• You don’t have a website or web presence• Your current website is a few static pages• Your website is not being updated

Website or Blog or Both?

Example: NTEN http://www.nten.org

http://www.nten.org

NTEN Outpost

Examples: NTEN Blog

http://www.nten.org

NTEN Blog

http://www.nten.org

NTEN Outpost

Example: E-Mediat

E-Mediat Outpost

E-Mediat Jordan Outpost

E-Mediat Jordan Outposts

Example: Nasawiya

Example: Nasawiya

Insert a screen capture from an NGO in your country that has a web site/blog and social outposts

Example: Insert from Your Country

• Consistent organizational branding• Intuitive / logical navigation and

structure• Short content that is fresh and updated

regularly• Good visual design• Links and integrates social outposts

What Makes an Effective Home Base?

Effective Home Base

Example: Indianapolis Museum of Art

Insert a screen capture from an NGO in your country that has an effective home base.

Insert an Example from Your Country

Small Group Exercise: Participants will work in groups to evaluate their home base using the home base worksheet.

Group Debrief: • What ideas did you get on how to

improve your home base?• What works well?• How might your organization integrate

a blog?

Improving Your Home Base

• Types of blogs• Editorial focus• Listening as research for blogging stories• Types of blog content: form and style• Who will do the work?• Measuring success

Blogging Overview

Types of Blogs: Organizational Blog

Types of Blogs: Organizational Blog

Types of Blogs: Organizational Blog

Types of Blogs: Voice of a Leader Blog

Types of Blogs: Newsletter

• What are you going to write about?• How will it support your social media strategy

objective?• How can you balance writing about your

organization vs. larger issues or topics?• How will the blog be useful to your audience?• How often will you publish blog posts?• Answer all these questions in a brief, written

editorial mission statement.

Blogging: What is Your Editorial Focus?

• Our NGO blog will publish stories about our organization’s program and related topics in our country. Our social media strategy objective is to raise awareness of our organization’s work and to be regarded by others as a leader on the topic.

• Our NGO blog will have 50% of our posts about our programs and 50% about the topic in general. The latter will include how to posts, tips, case studies, and summarize important research.

• Our NGO will publish three blog posts per week that will be written by people on staff and occasional guest bloggers.

Blogging: Editorial Mission Statements

Share Pair: Work with a partner and discuss the questions about editorial mission. Write a brief editorial mission statement.

Blogging: What’s Your Editorial Focus?

• Who are the important NGOs, bloggers, media platforms and thought leaders covering your topic?

• Are there keywords and phrases that you want to track on your listening dashboard to help guide your blogging content?

• Comment on blogs and link to them in your posts.

Blogging: Listening & Engaging

• Instructional• Informational• Research• Interviews• Case Study• Lists• Tips• Guest Posts

Blogging: Types of Blog Posts

Blog Post Examples: Informational

Blog Post Examples: Instructional

Blog Post Examples: Research Summary

Blog Post Examples: Interviews

Blog Post Examples: Case Study

Blog Post Examples: Tips

Blog Post Examples: Lists

Blog Post Examples: Guest Post

• 250-750 words, sometimes longer• Use creative commons images or your own photos to give interest• Descriptive title, questions help encourage interaction• First paragraph to state what you’re writing about• “Chunk” your text, use headlines• Make it scannable

Blogging: Style Guidelines

• A picture is worth a 1,000 word-posts. Blogs with pictures tell a far more interesting story than those without

• There are millions of posts being written, those with photos grab attention

• Photos make your posts more engaging and appeal your reader's emotional senses

• Photos help improve reader comprehension• Photos add a personal touch to your blogging which invites

more conversation• For those reading via a RSS readers, this encourages them to

"pop" out of their reader because RSS readers are text-based designs - scanning the images slows people down

• Photos help with search engine optimization• Images are good at the start of your post to draw people into

reading it• It is also great to use images throughout your post for visual

examples of what you're writing about• Images may help you make your points in a stronger way

Blogging: Use Images!

• Logos of organizations you're writing about• Screen captures if you are talking about a

web-based service or something technically related

• Photos of yourself, the writer, or person you are interviewing

• Images that prove a point• Images that show examples throughout the post• Images as visuals for title• Images to inspire

Blogging: Ways to Use Images

• You can take your own with a digital camera, don't need anything fancy

• Screen capture software like "SnagIt“• Social photo sharing sites like Flickr, but use

Creative Commons licensed photos

Blogging: Where to Get Images

Reading

CommentingWriting

Blogging: The Workflow

Blogging: Measuring Success

• Set up your organization’s blog in Blogger• Practice writing different types of posts• Practice adding images

Hands-On Time

1. Share Pairs2. Circle Closing

Reflection & Closing

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